A new study has confirmed what we have all suspected for ages: Kenyan consumers turn to their mobile phones when they’re drinking – and more than three-quarters of them are likely to post photos on social media sites while under the influence.
The study, commissioned by mobile advertising network InMobi, surveyed 750 people over the age of 18, and a staggering 78% confessed that their social media activity increased while drinking. 79% will freely chat, sms and mail while drinking.
InMobi’s managing director for Africa, Isis Nyong’o, said they commissioned the survey to understand drinkers’ preferences and mobile engagement level to assist brands in developing mobile marketing campaigns – and it revealed some interesting insights into the habits of the average Kenyan drinker.
In all, 51% of respondents drink weekly, but only 7% admit to drinking daily. Why do Kenyans drink? The key drivers are to celebrate special occasions (55%) and destress and relax (38%), and bond with family and friends (37%).
Where Kenyans drink is largely determined by their gender. 67% of men drink at bars, as opposed to only 45% for women – you’re far more likely to find them at a nightclub (58%) or at home, or at a friend’s home (49%). Personal preference is key to choice of drink, according to the survey. Nearly three in four consumers (74%) stick to their favourite drink, and 52% remain loyal to their favourite drink brand. Only 10% try new beverages regularly.
“For us, though, the most interesting thing to come out of this survey is that for most consumers, mobile is a better medium than TV or online for alcohol ads,” said Nyong’o. “But you still need to grab their attention. Kenyans love funny content, giveaways, discounts and even invitations to VIP events!”
The study suggests that tools like mobile coupons have an compelling ability to influence consumer behaviour. 40% of respondents say a coupon would influence their choice of store where they purchase alcohol, and for 53%, it would even influence their choice of drink or brand.
The survey also has some interesting insights for brand and loyalty managers. 45% of respondents prefer to interact with their loyalty programmes via SMS, over 22% for a loyalty card – and only 10% via a website.
“The Kenyan consumer market is ripe for mobile advertising,” said Nyong’o. “People have their mobiles with them all the time – and brands are beginning to take advantage of this great opportunity to develop hard-hitting messages that have direct effects on consumer behaviour.”